The Role of Localization in GaaS Games

 I would say that Prince of Persia is the game I played the most during my most active gaming years. I played it on PC, not only extensively but also for many years. The same pattern continued with games like Indiana Jones, Street Fighter, and others, which had remarkable longevity, in contrast to the current trend of GaaS (Games as a Service) models that are so prevalent today. While nostalgia brings back pleasant and endearing memories, it is important for me not to dwell solely on nostalgia. Therefore, as someone who has been a gamer since childhood and has been involved in Localization for years, I thought it might be a good idea to link both in this week's post and examine the role Localization plays in GaaS games.

I played this game soooo many hours in my childhood …

What is GaaS?

Games as a Service (GaaS) is a business model in the video game industry where games are constantly updated with new content, modes, and mechanics after the game's initial release. The way it works is usually through a subscription model. Just like how I pay for HBO to watch Succession or The Last of Us, we can do the same with games. Players can access the games and its new content updates through subscriptions (or in-game purchases). Unlike the traditional way of releasing games, where we pay for a one-time purchase with a fixed content package, GaaS games offer players an ongoing subscription that gives them access to new content as it becomes available. The main benefit for players in this model is that if we like the game, we will have content for many years to come. Apex Legends, Fortnite, or Destiny are just some of the many games we can enjoy today in the GaaS sphere. The main advantage for publishers is that the games have a longer lifespan, guaranteeing a certain volume of work and recurring revenue for the developers. Predictability in recurring revenue is tremendously important when it comes to having a more or less accurate idea of the benefits.

How GaaS makes money

Source: checkaso

How it impacts Localization

 Now that we have explained what GaaS is and why it is good for game publishers and players, it is time to analyze what impact this game model has on a Localization team and its processes. There are 4 main areas that we need to pay attention to when implementing a localization strategy for GaaS games.

1.-     More content is one of the first things a GaaS model impacts localization. More content in GaaS games means more frequent updates and translations, which can challenge localization teams. We must work quickly and efficiently to keep up with the changes while maintaining high-quality standards for multiple languages and regions.

2.-.    Shorter turnaround time. Delivering content faster in a GaaS model is a challenge for localization teams because we must work quickly to keep up with the constant updates, translate content into multiple languages simultaneously, and balance speed and quality to maintain the player experience.

3.-.     Seasonal content. Delivering seasonal, culturalized content in a GaaS model is challenging for a localization team because it requires managing various cultural nuances, translating new voiceovers, music, and graphics within tight deadlines. Additionally, it can be more demanding as seasonal content is time-limited, and the development cycle for GaaS games is continuous.

4.-.    Limited time for LQA - this is one of the hardest areas to find a solid solution for. A GaaS model not only means that LQA time is shorter than in a traditional gaming model, but in many cases, the time to do LQA is non-existent. Content arrives, is localized, and often goes out immediately to players.

What areas should a localization team consider to collaborate efficiently with a game publisher operating on a GaaS model?

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• Automation

  • Cost management: A GaaS game's frequent updates and releases require a flexible and agile localization project management approach, where cost automation is crucial for managing payments to LSPs/freelance translators.

  • Content pipeline: A well-defined content pipeline is necessary for a GaaS model to ensure that new content is delivered to translators promptly and efficiently.

  • Analytics and data: GaaS games generate large amounts of localization data and analytics related to player behavior and engagement. The localization team needs tools to gather metrics and make informed decisions about how localized content performs per market. d. Scalability: GaaS games' large and complex environments require scalable localization solutions that can adjust resources as needed

  • Rapid turnaround times: In a GaaS model, delays can negatively impact player experiences. As players subscribe to continuously access new content, implementing localization solutions that deliver rapid turnaround times is essential.

• Technology:

  • Tooling: To streamline localization and ensure timely delivery of localized content, the localization team needs to implement a tool framework that includes automation for repetitive tasks, integration with CMS and source code repositories, and collaborative tools for efficient communication between team members. This can reduce localization time and resources, improve consistency and quality, and facilitate seamless collaboration with other departments.

  • Price localization/payment: In a GaaS model, subscription fees and in-game purchases are common. The localization team must collaborate with the game teams to provide localized prices and payment models adapted for players in different regions. This involves understanding local pricing trends and ensuring the game's pricing and payment models are tailored to each market. The game can increase engagement and revenue in different regions by providing localized pricing and payment options.

• Quality

  • Consistency and quality: Keeping game content consistent and top-notch across all languages and regions is super important in a GaaS model. The localization team needs to work closely with the game publisher and with the language providers to set clear language guidelines, use of the relevant terminology and style guides.

  • Localization testing: In a GaaS model, there are frequent updates, making it tough to ensure everything is working smoothly across all languages and platforms. The localization team needs to have a solid LQA process to ensure that the localized content is functional, contextually appropriate, and error-free. As in a GaaS model is tricky to accommodate time to perform LQA, and an excellent alternative to overcome this challenge is to adopt an LQA in the design phase mindset.

•  Processes

  • Communication: Effective communication is essential for efficient collaboration between the Localization team, game teams, and translators. The Localization team needs to establish clear lines of communication with the game publisher and ensure that all stakeholders are kept up-to-date on the status of the localization process.

  • Legal and compliance: A GaaS game must comply with various legal and regulatory requirements in different regions. For this reason, processes to deal with legal content and compliance requirements must be implemented.

  • Player feedback and sentiment: A GaaS game may have an active and vocal community of players who provide feedback and express their sentiments about the game. The Localization team needs to monitor player feedback and sentiment in different regions and ensure that the feedback is relevant by turning it into suggestions for the game team.

Conclusion

With the introduction of GaaS, the game industry has undergone a significant shift in how it approaches selling video games to players. Now, developers' goals have evolved from selling many copies for a short time to maximizing recurring revenue for years to come.

GaaS relies on a distribution model, whether it be cloud, mobile or other platforms where geographic barriers have disappeared. In this environment, a Localization team shines as we are in an excellent position to help distribute these gaming experiences all over the world.

@yolocalizo